The centerpiece

Customer Journey Workflow

The full arc from a first inbound touch to a renewed, expanding account — nine stages spanning the CRM (front of house: sales, relationship, delivery, billing) and the production platform (back of house: the AI ad-creative factory at app.csoul.cloud). For every stage: who owns it, which CRM objects it touches, what the AI layer does, and the SOP that governs it.

Every stage card answers four questions

Who owns it — the accountable role (owner / admin / member / viewer).

CRM objects touched — the collections that read/write at that stage.

AI assist — what the integrated AI layer does to move it forward.

SOP — the standard operating procedure that governs the stage (see SOPs page).

Status & hand-off markers

LIVEAlready built in CRM-1a (Company / Contact / Deal / Pipeline / Stage / Activity + deal-won automation).

PLANNEDCollection designed but not yet built (Lead, Engagement / Deliverable / Task, Invoice / Payment, Subscription).

PROPOSED — confirmBusiness-specific cadence / criteria inferred — owner should validate.

via platformPulls from the production platform's brief → AI video/image engine.

→

The nine-stage flow

Capture

Acquire

Qualify

Acquire

Nurture

Acquire

Convert

Win

Onboard

Deliver

Bill

Earn

Collect

Earn

Retain & Expand

Grow → loops

AI runs the length of the rail. It captures & dedups inbound, drafts qualification notes and proposals, writes follow-up touches, seeds kickoff briefs, hands creative off to the platform engine, generates invoices & dunning messages, and surfaces churn-risk & upsell signals at renewal. Default model: the CreatiSoul Claude Code subscription (zero-config).

Stage by stage

Each card unpacks one stage of the rail above. Coral marks the live acquisition path; green marks the already-built conversion automation; teal / amber / plum carry delivery, billing and retention.

Capture

ACQUIRE · sources: website form · manual entry · later Meta / Google lead ads

An inbound enquiry lands and becomes a tracked Lead in the inbox — deduped against existing companies before anyone touches it.

Lead — PLANNED

Who owns it

Member (intake / SDR)

System auto-creates the Lead; a member triages the inbox.

CRM objects

LeadCompanyContactActivity

Lead holds raw source + payload; on accept it spawns / matches a Company + Contact.

AI assist

Dedup against existing companies, enrich from the website / domain, and draft a personalised first reply.

SOP

SOP-01 · Lead Intake & Dedup

PROPOSED — confirm Respond within 1 business hour; archive obvious spam.

Qualify

ACQUIRE · New Business pipeline: Lead In → Qualified → Proposal Sent → Negotiation → Won

The Lead becomes a Deal on the live New Business pipeline. Fit, service line and budget are established, then a proposal is scoped, sent and negotiated.

Pipeline — LIVE

Who owns it

Member → admin / owner

Member qualifies & sends; admin / owner closes Negotiation.

CRM objects

DealPipelineStageCompanyActivity

Set serviceLine, oneOffValue / mrr + currency, flag foreign billing.

AI assist

Summarise discovery call into qualification notes; suggest a service line + price band; draft the proposal from a service template.

SOP

SOP-02 · Discovery & Proposal

PROPOSED — confirm Qualify gate = budget + service fit + decision-maker reachable.

Nurture

ACQUIRE · follow-up cadence on open deals · AI-drafted touches

Open deals that haven't closed get a steady, logged follow-up rhythm — every touch is an Activity on the timeline, never an untracked side-channel.

Activity — LIVE

Who owns it

Deal owner (member)

The deal's owner runs the cadence and logs each touch.

CRM objects

ActivityDealContact

note / call / email / meeting Activities build the timeline; reminders sit on the Deal.

AI assist

Drafts the next follow-up touch from timeline context, summarises long threads, and flags deals that have gone quiet.

SOP

SOP-03 · Follow-up Cadence

PROPOSED — confirm Touch on day 1 / 3 / 7 / 14, then mark lost after no reply.

Convert

WIN · deal WON → company auto-becomes a customer

The deal is marked status = won. The CRM automatically flips the Company to a customer — this automation is already built and tested in CRM-1a.

Automation — LIVE & built

Who owns it

Owner / admin (close)

A human closes the deal; the flip-to-customer is automatic.

CRM objects

DealCompanyActivity

Deal → won; Company → isCustomer = true + lifecycleStage = customer; a system Activity is logged.

AI assist

On win, AI seeds the kickoff brief and proposes the initial Engagement + deliverables for the sold service line. PROPOSED — confirm

SOP

SOP-04 · Closing & Handoff

Won deal triggers onboarding within 2 business days. PROPOSED — confirm

Onboard

DELIVER · kickoff · brand profile · access · expectations

The new customer is set up to deliver against: kickoff call, brand profile captured, account access collected, and scope / timeline expectations confirmed in writing.

Engagement — PLANNEDprocess

Who owns it

Account owner (member / admin)

The assigned delivery owner runs kickoff.

CRM objects

CompanyEngagementActivity

Open the Engagement; set the platform-client link if Meta-ads / social; store brand profile + GSTIN / currency on Company.

AI assist

Generate a kickoff agenda & welcome pack; build the brand profile from supplied assets (feeds the platform's brand knowledge).

SOP

SOP-05 · Client Onboarding

PROPOSED — confirm Kickoff within 3 days; access & brand profile complete before delivery starts.

Deliver

DELIVER · Engagements per service line · Web · Social · Meta ads · Google ads · SEO

Work runs as an Engagement → Deliverable → Task tree per service line. Meta-ads & social creative does not get rebuilt here — it hands off to the platform's brief → AI generation engine and pulls the result back.

Engagement — PLANNEDvia platform

Who owns it

Delivery member · admin reviews

Members own tasks; admin signs off deliverables before they go to the client.

CRM objects

EngagementDeliverableTaskActivity

Per the per-service stage maps on the Pipelines page. Creative pulls from app.csoul.cloud.

AI assist

Platform AI generates ad video / image creative from campaign briefs; CRM-side AI drafts content briefs, QA checklists & client status updates.

SOP

SOP-06 · Service Delivery + Platform Hand-off

PROPOSED — confirm Internal QA before every client send; retainers report month-end.

Bill

EARN · invoice or retainer subscription · GST domestic / export foreign

A one-off Invoice or a recurring Subscription is raised with correct tax treatment: CGST + SGST for same-state India, IGST for inter-state, and zero-rated export under LUT for foreign clients (multi-currency).

Invoice / Subscription — PLANNED

Who owns it

Admin / owner (finance)

Finance raises & approves the invoice; recurring runs automatically.

CRM objects

InvoiceSubscriptionCompanyDeal

Invoice lines + tax from Deal value; Company GSTIN / currency drive GST vs LUT export.

AI assist

Drafts the invoice from won-deal terms & the delivery period, and pre-selects the correct GST / LUT treatment for review.

SOP

SOP-07 · Invoicing & GST

PROPOSED — confirm Retainers invoice on the 1st; net 15-day terms.

Collect

EARN · Razorpay (India) · PayPal (foreign) · reminders & dunning

Payment is collected and reconciled. India invoices route to Razorpay, foreign invoices to PayPal; overdue invoices trigger a reminder / dunning sequence.

Payment — PLANNED

Who owns it

Admin / owner (finance)

Finance monitors; dunning runs automatically with a human escalation.

CRM objects

PaymentInvoiceActivity

Razorpay / PayPal webhook records a Payment & marks the Invoice paid; reminders log as Activities.

AI assist

Writes the reminder / dunning messages with the right tone per escalation step, and summarises who is overdue and by how much.

SOP

SOP-08 · Payments & Dunning

PROPOSED — confirm Reminders at due, +3, +7, +14; pause delivery if seriously overdue.

Retain & Expand

GROW · Renewals & Expansion pipeline · upsell · churn-save · loops back to delivery

The customer relationship is protected and grown on the live Renewals & Expansion pipeline (Renewal Due → In Discussion → Won). A won renewal / upsell loops the account back into Deliver & Bill.

Pipeline — LIVE

Who owns it

Account owner → admin / owner

Account owner spots the opportunity; admin / owner closes the renewal.

CRM objects

DealPipelineSubscriptionCompanyActivity

New Deal on the Renewals pipeline; on win, MRR & Subscription update and a renewal Invoice is raised.

AI assist

Flags churn-risk from activity gaps, compiles a period results recap to anchor the renewal, and suggests a relevant cross-sell service line.

SOP

SOP-09 · Renewal & Upsell

PROPOSED — confirm Open the renewal 30 days before term end; QBR each quarter.

What's real vs. proposed on this journey

Live now (CRM-1a): stages 2, 3, 4 and 9 run on built collections — Company / Contact / Deal / Pipeline / Stage / Activity, the two seeded pipelines (New Business + Renewals & Expansion), and the deal-won → isCustomer = true automation. The custom Warm UI for these is the next build (CRM-1b).

Planned collections: Lead (stage 1 inbox + dedup), Engagement → Deliverable → Task (stages 5–6), Invoice → line / Payment and Subscription (stages 7–8). Lead sources live today are website forms + manual entry only — Meta / Google lead ads are deferred, and DM capture is not promised.

Amber "PROPOSED — confirm" chips mark business-specific cadence and gate criteria (SLA hours, follow-up days, payment terms, renewal windows) that are inferred — please validate them before they are wired into automations. "via platform" markers are deliberate hand-offs to app.csoul.cloud's AI creative engine, not features to rebuild in the CRM.